Donald Trump is back as president of the United States. He amassed 7,25,60,841 votes, which equated to 50.9% of the total received during the elections.

While Trump’s return could mean a plethora of things for the world, one element of the election and its coverage proved that traditional television is here to stay.

For the last few years traditional television has had its naysayers, especially stating how digital can provide innovations for brands. 

But during the election coverage on CNN and ABC News, an ad for Calm (an app that helps with meditation and sleep) generated most chatter amongst adland. The ad was simple – offering 30 seconds of silence. 

"We bought this ad space to give you 30 seconds of silence. Yep, just silence," Calm told viewers in its ad, which featured this text on a blue screen.

The ad also raised questions about its originality with a couple of adlanders we spoke with comparing it to some other similar ideas over the past decade. However, we’re not out to judge that. 

In the November issue of Manifest (which can be bought here), in the editorial we discussed how the traditional players in the print space need to up their PR game, citing a conversation we had with a server at the Encore hotel in Las Vegas, and her love for print. 

Going by the last 24 hours and beyond, given the chatter the Calm ad has generated, proves the point that a 30-second spot can still do the business for brands – if creative enough. 

Coming back from the Diwali break, here’s the much-needed motivation those at ‘traditional agencies’ working on ‘traditional 30-seconders’ needed – your ad can achieve virality, even if it’s not on the medium meant to attract the viral!

The author is founder and editor, Manifest.